“We all probably know somebody we're
subsidizing.
Snapshot helps solve that problem; showing consumers that their good
driving can reduce the impact other drivers have on their rate. This
campaign is our line in the sand to the industry and a wakeup call to
consumers.”

Men were less likely than women to think bad drivers affect
everyone's
rates

At 30 percent, young consumers (ages 18-34) had the lowest
awareness
of any age group

89 percent of respondents said they would be upset if they found
out
they're paying more to offset the costs of
underpriced drivers

In its new, national integrated marketingcampaign
launching
today, Progressive brings a problem most drivers don't
know they have
into sudden focus. In the ads, which will complement the Superstore
campaign currently in the market, "Rate
Suckers" jump and attach
themselves to passing cars. The solution is Snapshot, which repels
Rate
Suckers once plugged into the car's onboard diagnostic
port.

"A Rate Sucker is simply an over-the-top manifestation
of an underpriced
driver and can be anybody‚€”your mom, the guy next door,
the waiter at
your favorite restaurant," said Jeff Charney,
Progressive's chief
marketing officer. "We all probably know somebody
we're subsidizing.
Snapshot helps solve that problem; showing consumers that their good
driving can reduce the impact other drivers have on their rate. This
campaign is our line in the sand to the industry and a wakeup call to
consumers."

Insurance companies commonly price consumers by comparing them to
drivers with whom they share basic characteristics, like age, gender,
or
vehicle year, make and model. These factors do not directly reflect
individual driving habits, but until Snapshot, there
wasn't a simple,
reliable way to include how a driver actually drives when calculating
a
customer's rate. The result: Rate Suckers paying less
than the risk they
present, and good drivers paying more to cover the costs.

Progressive introduced Snapshot to give drivers a way to save more by
showing they drive safely. Snapshot measures the number of times a
driver brakes hard, the time of day and the number of miles they
drive.
With more than 6 billion miles of driving data, Progressive has found
that adding these key driving behaviors predict the likelihood of a
claim far better than traditional insurance rating variables alone,
enabling Progressive to provide larger discounts, averaging $150
annually, to lower-risk drivers.

"It seems obvious, but the best indicator of
someone's likelihood to get
into an accident is their actual driving behavior," said
Dave Pratt,
general manager of usage-based insurance at Progressive.
"Having that
information helps us provide a more personalized rate that gives
people
who drive safely the discounts they deserve. Not surprisingly, most
customers who try Snapshot save money, are happier, and stay with us
longer."